NBC wants its customers to stay tuned to what they are doing and are using email to spread that message. By following Datran Media’s guidelines for creating engaging email messages that follow industry best practices, NBC is ensuring their messages are reaching the inbox with clear and informative content and not being tuned out. Passing it forward, NBC is also sharing the guidelines with their sales teams and prospective advertisers – making something not widely understood (email creation and deliverability best practices) easy to adopt and allowing advertisers to focus on the needs of their audience instead of worrying about whether or not their messages are rendering correctly.

“Internally, Datran Media’s HTML content creation and delivery best practices helped us to optimize NBC’s marketing communications for maximum reach and response,” said NBC's Rajan Arora. “We also shared Datran Media’s best practices with our sales teams and prospective advertisers. This allowed us to streamline monetization of our advertising inventory by making it simple for our advertisers to conform to standards in support of their reach and conversion goals.”

If you are currently sending your own email messages with HTML markup there are three major concerns to bear in mind:
· Rendering problems - markup and images rendering improperly
· Content Filtering - bulk or spam filtering based on copy or markup characteristics
· Email file size or image file size - poor results based on slow load time for recipients

If you'd like to learn more, Datran Media has penned a very helpful whitepaper full of common HTML Best Practices.